MARC Record from Ithaca College Library

LEADER: 02210cam a2200301 a 4500
001 458907
005 20081107155427.0
008 060809s2007 ctua b 001 0 eng
010 $a 2006026009
035 $a71126667
040 $aDLC$cDLC$dUKM$dBAKER$dC#P$dYDXCP$dBTCTA
015 $aGBA671830$2bnb
016 7 $a013536738$2Uk
020 $a0275992233
020 $a9780275992231
050 00 $aHF5415.126$b.D57 2007
049 $aXIMM
245 00 $aDirect marketing in action :$bcutting-edge strategies for finding and keeping the best customers /$cedited by Andrew R. Thomas ... [et al.].
260 $aWestport, Conn. :$bPraeger Publishers,$c2007.
300 $axiv, 218 p. :$bill. ;$c25 cm.
504 $aIncludes bibliographical references (p. [195]-199) and index.
505 0 $aWhat is direct marketing? / Andrew R. Thomas and Karen Nelsen -- Customer analysis : the right behaviors / Deborah L. Owens and William J. Hauser -- Environmental analysis : identifying internal capabilities and external opportunities / Dan Rose -- Competitor analysis : assessing competitive formats and strategies / Linda M. Foley -- Data mining and profiling : the right information / Annemarie Scarisbrick-Hauser -- Target marketing / Deborah L. Owens and Cathy L. Martin -- Differentiating and positioning : formulating and implementing the right strategies / Dale M. Lewison -- Unique value proposition : developing and implementing the right offer / Dale M. Lewison and Mark Collins -- Creative marketing communications : creating and delivering the right message / William J. Hauser -- Direct marketing channels : selecting and employing the right media / Bruce D. Keillor -- Fulfillment and service : meeting and exceeding the customer's expectations / Ann Daher Fleming and Linda M. Foley -- Measurement and assessment : analyzing and interpreting performance results / Ann Daher Fleming and Linda M. Foley -- Adaptation and innovation / Linda M. Foley -- Ethics and professionalism / Steven Brubaker and Timothy J. Wilkinson.
650 0 $aDirect marketing.
650 0 $aTarget marketing.
650 0 $aMarketing$xManagement.
650 0 $aConsumer behavior.
700 1 $aThomas, Andrew R.
994 $aC0$bXIM